The School of Marketing and Management (SoMM) at Asia Pacific University of Technology & Innovation (APU) organised an insightful and educational industrial visit to Farm Fresh @ UPM on 24th February 2025.

Under the guidance of Ms Harjinder Kaur (Senior Lecturer and IAP Coordinator, SoMM at APU), the visit offered an exclusive learning experience for students, aimed to integrate classroom theory with practical applications, particularly focusing on sustainability in agriculture and business. 

Activity 1: Exploring Sustainable Agriculture through a Tractor ride

The visit commenced with a tractor ride around the farm, offering a firsthand view of large-scale farming operations.

Under the guidance of Ms Chay, the tour guide for the visit, students were introduced to the farm’s commitment to sustainability, learning about its eco-friendly initiatives and sustainable agricultural practices.

Activity 2: Understanding Dairy Farming Practices

For the next phase of the visit, students learned about dairy farming, animal welfare, and the hygienic milking process using automated systems.

Observing the milking process reinforced the importance of quality control in dairy production, highlighting the stringent hygiene measures and advanced technology used to ensure the highest standards of milk freshness.

Activity 3: Agricultural and Waste Management Innovations

In this phase of the visit, students visited the compost area and greenhouse, where they explored sustainable waste management practices.

Activity 4: Farm Fresh Outlets Visit

In the final phase of the visit, students visited various farm outlets, including:

1. Cream Hauz
2. Fresh Picks
3. Joy Shop

They get to observe the production of dairy products like ice cream and yogurt, learn about packaging and branding strategies, and understand the importance of presentation in consumer choices.

On top of that, this phase of the visit provided students with a business-oriented perspective on farm-to-table operations, offering valuable insights into the production, distribution, and marketing strategies that ensure the delivery of high-quality farm products to consumers.

Student Perspectives

Muhammad Abdullah Ashfaq, a student from Bachelor of Arts (Honours) in Marketing Management with a specialism in Digital Marketing, found the visit eye-opening, as he observed the milking process, quality testing, and milk fermentation into yogurt, while also appreciating the farm’s commitment to sustainability, ethical practices, and animal welfare.

Liew Boh Sern, a student from Bachelor of Arts (Honours) in Marketing Management with a specialism in Digital Marketing, was notably impressed by the farm’s commitment to ethical and sustainable practices, which deepened her appreciation for fresh dairy products and quality food production.

Joanna Mable Chan, a student from Bachelor of Arts (Honours) in Marketing Management with a specialism in Digital Marketing, found the visit valuable, as it enriched her academic knowledge through learning the insights into the farm’s meticulous dairy quality practices, from cow selection to production, all driven by passion and dedication. 

Reflections on the Industrial Visit

Ms Harjinder presented a token of appreciation to Mohd Faris Zainal Abidin, Head Concierge at Farm Fresh, in recognition of the invaluable support and knowledge shared during the visit.

She emphasised that the industrial visit was more than just an academic experience; it was an eye-opening opportunity for students to witness sustainable farming practices firsthand and gain a deeper appreciation for the dedication behind food production.

“This visit not only enhanced their academic knowledge, but also reinforced the importance of sustainability in every industry, shaping well-rounded professionals who understand the intricate processes of agriculture and the value of ethical practices in business.”